Title: Negative effects of sponsorship – A quantitative study of negative effects of image transfer through sponsorship in the U.K Course: European Business, Undergraduate thesis at C-level, 15 Hp. Authors: Alexander Runsbech & Daniel Sjölin   Objective: The objective with this thesis is to identify and describe how a sponsoring company’s image and reputation is affected by negative behaviour by the sponsored resource and its effects on consumer attitude and buyer behaviour. Methodology: An abductive approach, with an extensive procedure, which has been conducted through a quantitative study.  Theoretical frame of reference: In order to gain a better understanding and greater knowledge of sponsorship and its surrounding concepts, three models has been used in the thesis; The Sponsorship Portfolio Model, A-ERIC Model and The Image Creation and Image Transfer Model. In the basis to these three, a new model has been developed to explain the linkage between negative exposure and negative consumer attitude changes – The Negative Sponsorship Effects Model (N-SEM). Results: A quantitative study has been preformed with the help of a questionnaire, based on 26 questions regarding sponsorship knowledge, attitude changes and buyer behaviour changes. 12 of the questions have been based on actual case studies regarding sponsorship incidents. Analysis: The analysis has been based on the results provided by the quantitative survey and has been divided into two parts, according to the structure of the survey – a section analysing the general questions and a section analysing the case study questions. Both parts have then been linked the newly developed N-SEM to provide a deeper analysis and understanding of the subject. Conclusion: The effects of negative exposure, due to an incident involving the sponsored could result in a transfer of image, which can affect the consumer’s attitude negatively towards the sponsoring company. However, the negative attitude does not necessarily imply an alteration in buyer behaviour. The intensity of media exposure will influence the extent of transferral of associations between sponsored and sponsor, and subsequently the degree of which attitude could change.

Establishing the network of urban public transportation is not only an efficient way to solve the problem of traffic jam, but also to improve the efficiency of transportation between two distination ; The most importantly, it also create many commercial activities along the public transportation network. Kaosiung Rapid Transit System has started to build since 2001, and scheduled to open by the end of 2007. It¡¦s the first urban public transportation system in Kaosiung. The citizens who live in Kaosiung are all have high expectation to it. However, during 2004 to 2005, there are so many bad news about Kaosiung Rapid Transit Company(KRTC) , including public security accident and frauds, and seriously impact to the image of KRTC. For efficiently improving corporate image and awareness, upgrading the future intention of Kaosiung citizens to Kaosiung rapid transit system, KRTC cooperate with National Sun Yat San University to organize an educational activity. According to statistic, there are ten universities and over two hundred students involve this program. The main purpose of this study is to research by sponsoring an educational activities, the change of students¡¦ attitude, image and awareness to sponsor. Researcher combines theories of brand equity and Involvement Theory for research structure. This thesis obtained research datum by questionnaires, and the datum was analyzed with descriptive statistics, reliability analysis, and regression. The principal findings of this research are as follows: The corporate sponsored educational activities can bring positive effect on brand equity, including raise to brand awareness, establish, strengthen, or change brand and corporate image and to upgrade service intention. For corporate, sponsorship is a new effective promotion tools. However, the corporate sponsorship behavior must to express their sincere, but not on the basis of business benefits.

This study aimed to investigate the influence of the brand-image congruence on consumers¡¦ attitudes toward the sponsor, the advertisement, and the sports website, and it also examined the moderating effect of sports involvement. An experimental design was used to measure the attitudes of 1,063 Internet users. The results of this study showed that higher level of brand-image congruence resulted in more positive attitudes toward the sponsor, the advertisement, and the sports website, whereas the moderating effect of sports involvement was not significant. This study provides brand management implications for both sponsors and sports websites, and suggestions for future research were outlined.

Darbo pavadinimas: Verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertinimas (The business companies evaluation of Lithuanian sport federations‘ sponsorship packages) Darbo objektas: verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertimas. Darbo tikslas: Išanalizuoti verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertinimą. Uždaviniai: 1. Atskleisti sporto paramos esmę ir investicijų raišką bei naudą rėmėjams; 2. Išnagrinėti sporto paramos paketo kūrimo etapus; 3. Ištirti verslo įmonėms Lietuvos sporto šakų federacijų pateiktų svarbių paramos paketo dalių vertinimą, svarbiausių ir mažiau svarbių dalių kontekste. Išvados. Sporto parama – tai mainų procesas, kai verslo atstovas už investiciją į sporto objektą turi galimybę vystyti savo prekinį ženklą, įgyti tiesioginių asociacijų su produktu ar įvykiu, perduoti pageidaujamą pranešimą, atskleisti socialinę atsakomybę tikslinę auditoriją pasiekiant per sportą. Rėmėjo teisės auga didėjant investicijai, todėl kiekvienas indėlis turi atsakomąją paslaugą. Formuojant paramos paketą pirmiausia reikia atrasti rėmėjų grupes, išsiaiškinti kokios bendros charakteristikos yra būdingos rėmėjui ir sporto šakai arba renginiui. Remiantis surinkta informacija pasirenkami konkretūs rėmėjai. Atlikus paramos auditą, pagal idealaus paramos paketo modelį paruošiamas paramos paketas, skirtas konkrečiai verslo įmonei ir pateikiantis sporto organizacijos siūlomas naudas rėmėjui... [toliau žr. visą tekstą] / The purpose of theses: to educe sport sponsor attitude forward sponsorship package Tasks of theses: 1. To reveal the essence of sport sponsorship and investment in the resolutionand the benefits to sponsors; 2. To examine the sport sponsorship package phases of development; 3. To investigate presented to business companies evaluation of Lithuania sport federation‘s sport sponsorship packages‘ important parts in the context of most important and less important parts. Conclusions. Sport sponsorship – it is a process of exchange, when sponsor changes investment for sport object to get possibilities to develop brand, to get association with product or event, transmit the desiredmessage and reveal the social responsibility of reaching the target audience through sport. Sponsor egislation increases with investment, so every input hasresponse service. In the formation of sponsorship package is first necessary to find group of potencial sponsors, to find out what the common characteristics are specific to sport or event and the sponsor. According to information collected sports organizations need to focus on specific sponsors. Following an audit of sponsorship, according to the model of the ideal sponsorship package prepared sponsorship package for a particular business enterprise and provides the benefits provides benefits offered to the sponsor. After analysis of business companies evaluation of sponsorship packages, the sponsorship package parts has been divided into two groups -... [to full text]

The main goal of the paper was the impact of negative events, in our case doping cases, on sponsors of cycling teams and riders. It also discuss view of spectators and fans on doping and sponsorship. As a method it's used an event study, which measure the impact of event on market value of firms in time of the event. In the paper are built three models, which analyse different doping cases and their impact on sponsors firms. All three models didn't show significant negative impact on market value of sponzoring firms.

No description available.

In this thesis is discussed the evolution of the governance for the projects constituting a program. The different kinds of programs are first presented. A strong focus is given to the analysis of the actors of the governance and their role. A literature review of these characteristics for project and program governance shows the important role of the sponsor and the manager of the project. A case study of a global program in the luxury group LVMH has been realized for this thesis. This program, called Sapphire consists of the worldwide implementation of a Swiftnet platform in the affiliate of the group. This platform enables to realize secure payments and to receive account statements every day. One characteristics of the program implementation is that the mother houses implementation is handled by a project unit in the holding company. The implementations in the affiliates of the mother houses are then managed by the mother house itself. The main conclusions were: - The perspective of a first implementation is a governance one from the holding company toward the mother house. However, it shifts to a support perspective between the holding company and the mother house for the next implementation. - The project manager moves from the holding company to the mother house. The broker and the steward are thus in the mother house for the affiliate implementation. This practice enables LVMH to keep a small program team whose role becomes like the one of a program management office. - The project unit thus has first a managerial role which is transformed to a support role. However, it remains able to take decisions in case of potential failures The degree of generalizability of this study is finally addressed. This evolution of the governance could also be observed in other temporary programs like ERP implementations.

A critical factor in project success or failure, is the impact on project outcomes, caused by the relationship between the project manager and project sponsor. Theory researched provides the foundations between the relationship between project manager and sponsor for an analysis on project best practices. The objective of which is to apply these theories to help create a set of guidelines or recommendations to be implemented to help measure and then manage the relationship through project processes or guidelines. The analysis covers the established views on the roles of both manager and sponsor within a project as well as the relational issues that are a part of it. The impact of these issues on project outcomes are the foundation of this dissertation. A portion of the analysis will be using lessons learned from previous projects and part of this research is to nd best practices for identication and application of these lessons. Empirical data is in the form of a series of interviews with both the main company and a benchmarking process using three other companies. This will help identify the actual perceptions and complexities of the roles and the relationship between managers and sponsors. In order to better understand the di-culties and challenges that exist in the rela- tionship both parties can work to avoid or overcome them as they arise. The diffi-culties will be both hard in terms of technical knowledge as well as soft relaating to people skills. Knowing how the relationship functions best would be an important asset for each party and will greatly increase the chances of project success.

No description available.

No description available.